The development of the technological era in the era of globalization has developed and has an impact on the social life of many people. With changes in technological developments, various social media have emerged,one of which is TikTok which can be accessed to find, obtain, create diverse information and create trends that are liked by many people. Through TikTok social media, Papuan musicians use TikTok as a forum to promote and echo Papuan Hip-Hop music. This study will discuss the role of Papuan musicians in creating the popularity of Papuan Hip-Hop music. The research method used is qualitative through primary and secondary data collection techniques in the form of interviews, observations and documentation. The data analysis technique was carried out qualitatively using viral marketing theory. The results show that through TikTok Papuan musicians have an important role in increasing the popularity of Papuan Hip-Hop music. The role of Papuan musicians in this case is as creators who promote their work while increasing the popularity of Papuan Hip-Hop music through Tik-Tok which is used as a forum for Papuan musicians to provide content as a medium of learning and entertainment for many people.

Keywords: Papuan Musicians, TikTok, Popularity, Papuan Hip-Hop Music